multichannel retailer

Why mobile is key to an effective multichannel strategy

Mobile is often cited as the glue that holds together the multichannel experience as the technology is able to bridge the gap between in-store and online channels.

And it tends to be the retailers that were quick to embrace mobile technologies – such as local search or a mobile optimised site – that have continued to thrive and stay in tune with consumer behaviours.

For example, the new Econsultancy Multichannel Retail Survey shows that 44% of smartphone owners have used their mobile to find details about a retailer (e.g. nearest outlet or opening times), up from 32% in 2012.

But as we’ve previously seen, many businesses are failing to take advantage of the opportunities afforded by the increase in mobile search.